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Doughp increased conversion rate and reduced developer reliance 

As seen on Shark Tank, Doughp makes edible, bakable, and ridiculously tasty cookie dough. They're on a mission to break the stigma around mental health and addiction recovery.

Increased 'Reached checkout' events by 29% over 2 years
Increased conversion rate by 51% during the holiday season
Reduced reliance on 3rd party apps and developers
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Food & Drink

The Problem

Before adopting Platter, Doughp relied on a custom-built Shopify website. They considered other platforms and contemplated hiring an agency for a custom build before ultimately choosing Platter. They made the switch to ensure they would have complete control over their website once the Platter build was complete.

Technical Restrictions

Doughp wanted a highly customizable solution that their in-house team could manage independently. Their existing store – a heavily customized codebase mixed with 3rd party apps – presented challenges when launching new features, requiring specifications to be given to developers and resulting in suboptimal results upon initial implementation.

Unclear Conversion Funnel

Doughp needs to enforce a minimum purchase requirement, but had struggled to do so without disrupting their purchasing flow. Similar to other Platter customers, the various 3rd party apps that Doughp installed to solve for their unique requirements fell short, and they were suffering from a bloated theme codebase and an unclear conversion funnel.

Migrating to Platter: Effortless Onboarding

Kelsey recounts onboarding as a streamlined three-step process.

Step 1: Design

Doughp provided Platter with their design assets and technical requirements. Platter did a technical audit of the existing storefront to see where consolidation could happen, and designed an improved conversion funnel.

Step 2: Build

Platter delivered a preview link in the form of a backup store. Doughp provided feedback and the two teams worked through a round of revisions.

Step 3: Publish

Doughp merchandised the store and published!

The Results

Doughp's primary motivation for switching to Platter was realized in the form of a highly-flexible Shopify store that the Doughp team could manage independently. They received an additional boost in the form of an increased conversion rate, especially around the holidays.

Conversion Funnel Improvements

Prior to Platter, Doughp was using a few 3rd party apps to enforce their minimum purchase requirement. The result was an unclear conversion funnel, where customers would add products to their cart without realizing that a single product would not be enough to initiate checkout. The result was a high 'Add to Cart' percentage, but low 'Reached checkout' and 'Sessions converted' percentages.

Platter's approach was to clearly signal to the user that a minimum purchase requirement would be enforced. The result was an improvement to purchase funnel clarity resulting in an overall reduction in 'Add to Cart' events, but a lift in 'Reached checkout' and 'Sessions converted' events.

Doughp published Platter's Smart Theme in October of 2022 and it has been live on their store since. The below screenshot compares Doughp's conversion funnel from October of 2022 through February of 2024 to the same time period in 2020 through 2022.

Doughp's Conversion Funnel: October of 2022 through February of 2024 compared October of 2020 through February of 2022.

Platter's benefits compound at scale; the below screenshot compares the holiday season of 2022 (on Platter's Smart Theme) to the same time period during 2021. In other words, Smart Theme's benefits become even more apparent during periods of increased traffic. Doughp's conversion rate jumped a whopping 51% year-over-year.

Doughp's Conversion Funnel: November and December of 2022 compared to November and December of 2021.

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